It's easy to look at the quest and get angry, because it's a fairly obvious money sink. Give 10 gold, get 150 reputation. Keep in mind that it's completely optional, and the only thing it unlocks is a little flavor for the world. If you don't want to do it, don't do it, don't feel bad avoiding it. It won't hurt anybody.

If you do want to contribute, though, donating that 10 gold moves the server toward earning a pretty neat thing. After enough donations, a statue will be built commemorating those that died in the battle for the Sunwell Plateau, and the friends and family they left behind. It is also a sign of unity between the Aldor and the Scryers; the monument has two sides, one with a Draenei and one with a Blood Elf. It has no real effect on the world, but it's pretty cool to look at.

As I mentioned, this quest is basically a reputation vendor. You buy reputation, and this can only be done once a day. You pay 10 gold and get 150 SSO rep, so if you run one of the easy dailies(such as Distraction at the Dead Scar) for roughly 10 gold and 250 rep, you can turn that into a total of 400 rep. That sure beats buying Coilfang Armaments for 25 gold each, to turn in for 75 reputation. If you do this quest regularly, you can shave a few Magisters' Terrace runs off of your grind to Exalted.

As always, if you need to know more about this quest, take a look at Wowwiki or Wowhead!